With one of the weakest tech trees in the game. Sure you'll roll in cash once you've united Iberia, but there is always the nagging feeling that SPQR or Carthage could make five times the money by doing the same thing. Kinda irrational, I know, but I'm just that focused on economy.
Roman units are "balanced differently" to reflect the idiosyncrasies of their faction's military policy. Maybe somebody else can come up with a more detailed response. Apart from that, elite units such as Ambakaro are quite expensive to raise for a people with limited economical and technological capabilities - you need hand-crafted high quality arms and armour for each of those soldiers, which is easier said than done, even taking into account advanced Celtic metalworking techniques. All the more as there needs to be a solid economical base for these undertakings.
And don't forget the AP bonus of falcatas, which gives your units quite an edge versus Roman units. In my experience, Lusitanian and other Iberian units are quite decent against Roman and Carthaginian armies. It's other barbarians they have problems with. Sure you can decimate those Gauls with javelins, but once they are upon you even the (mid-tier) Bataroas will eat through any of your units with little effort, thanks to equal skill combined with superior lethality. And no armour to speak of, rendering your AP advantage useless. Also, their fear units. TBH I've had little trouble defeating the Lusotannan with Swêboz, Casse, or Aedui. Those battles are mainly annoying due to hardcoded issues, i.e. skirmishing related bugs and the AI's retarded but effective habit to throw missiles in close combat.
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